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Consumer perceptions regarding traceability were investigated by means-end-chain laddering. Consumers in four European countries were questioned about the benefits they associate with traceability related attributes. The benefits consumers associate with traceability are in terms of health, quality, safety and control, of which the latter was associated with trust and confidence. These benefits were similarly important in the countries investigated. Cross-national differences were also observed. Importantly, both quality and safety were shown to be related to traceability in the consumers′ minds with quality implying safety. The results show that traceability may contribute to improving consumer confidence. The most important aspects of traceability which should be incorporated into communication with consumers are discussed.
Author(s): Van Rijswijk W, Frewer LJ, Menozzi D, Fiaoli G
Publication type: Article
Publication status: Published
Journal: Food Quality and Preference
Year: 2008
Volume: 19
Issue: 5
Pages: 452-464
ISSN (print): 0950-3293
ISSN (electronic): 1873-6343
Publisher: Pergamon
URL: http://dx.doi.org/10.1016/j.foodqual.2008.02.001
DOI: 10.1016/j.foodqual.2008.02.001
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